Baker has received some negative feedback from a few American passers-by, with one telling him – non-ironically – that it was a “s***ty idea”.

However, given Trump famously takes all such jokes in his stride and never, ever, responds in a petty or litigious way, we’re sure the venture has his blessing.

Perhaps the great man will recognise Baker’s chutzpah and send him a free sample of the fragrance ‘Empire by Trump’, which is (apparently) “for the confident man determined to make his mark ... for those who aspire to create their own empire through personal achievement”.